For Your Brand Strategy...You May Just Have to Lawyer Up

I was struck by a conversation I had with a new client.  She indicated that she was approached recently by a firm that offered her an "$899.00 PR Package."  This "wonderful" package included 4 press releases and at least a dozen radio podcasts.  And, they offered  her the wonderful deal without asking her the first question about her business.  For a better understanding of her as a client, I asked her why she did not take "the firm" up on their offer.  She said, "It just did not sound right."  Right she was!

Everyone supposedly hates lawyers.  They think attorneys are a necessary evil in times of need, but in most cases, many people try to avoid them like the plague.  Regardless of what you think about our legal eagle friends, there are some indicators and comparisons that any business seeking a firm to assist them with developing their brand and their strategic communications should be aware of.  Here are some tips:

1. Run like Michael Myers was chasing you on the set of Halloween 4 if you come in contact with someone that offers you a PR or marketing "package."  They  are what we call marketing sharks.  A reputable firm that is advising you on your strategic communications and marketing initiatives will never offer you a package deal.  Like an attorney (a good one), a reputable firm will have to engage you considerably to even begin to offer you advice and counsel regarding your brand messaging and strategic communications.  A reputable firm will invest a great deal of time learning your business and researching the market before they offer you anything in terms of guidance.  And, it won't be a package deal.

2. Only deal with firms that present you a comprehensive plan that is full of research on your business, as well as your competition and your market.  Would you retain a lawyer that did not thoroughly research your case and present you with a sound offense or defense for your case?  Like a law firm, for a reputable strategic communications firm, it is all in the details.  It is not a whim or a one-size-fits-all deal with an associated, arbitrary retail dollar figure.

3. And, speaking of money...reputable firms offer detailed plans based on actual budgets and tie billing to actual performance.  Again, whether or not you like lawyers, there is sound reason to their billing and fees.  Make sure any strategic communications firm you consider offers you a plan which incorporates justifiable billing such as a monthly retainer or billiable hours for projects that incorporates a budget and is based on actual performed services.

Concierge PA.  Whatever your case, we provide excellent counsel and we build great reputations!